Continuing our “In Focus,” series, in which I preview one of the sessions at our 8th annual VideoNuze Online Video Advertising Summit, coming up on Tuesday, June 12th, including what I hope you’ll learn and why I think the topic is important.
In focus today is our 11:05am session, “Platforms vs. Owned & Operated: Monetizing the Video Everywhere Strategy” which includes Trevor Fellows (EVP, Digital Sales and Partnerships, NBCUniversal), Rob Gregory (President of Sales and Marketing, WHOSAY, part of Viacom) and Blake Sabatinelli (CEO, Newsy, part of E.W. Scripps) with Lorne Brown (CEO, Operative) moderating.
High-quality video is expensive to produce so monetizing it as fully as possible is critical. As time spent online has gravitated to various social platforms, content providers have expanded their monetization strategies by embracing distribution of their content on platforms as well as on their owned & operated properties. Some content providers have taken the further step of producing programs specifically for certain platforms.
In addition to incremental monetization, platforms provide extended reach, branding and buzz. But they generally limit insights about users’ consumption and revenue shares can be minimal. Further, there are operational costs to distribution that can offset the upside.
So how should a content provider strike a balance be investing in platform distribution vs. focusing on their owned & operated properties? What are the pros and cons of each? How do different platforms compare? Which ones are better in certain areas and worse in others?
All of these questions and more will be in focus on this session. With platforms’ reach continuing to expand and content providers more eager than ever to monetize their video investments, the topic is increasingly urgent. Learn from experts how they’re thinking through all of these questions and more.